Embracing XR Technology: Insights from Industry Leaders

At last month’s AWE event, a panel of enterprise experts discussed how they’re using XR in their organization. The discussion centered on integrating XR technology into enterprise environments, overcoming challenges of doing so, and future-proofing these innovations. Here’s our recap of the panel. 

Meet the Panelists

The panel was moderated by Shelley Peterson, a veteran of the XR industry. And the panelists were:

Angela Carnrite, Senior Sales Enablement Manager at Thermo Fisher Scientific: Angela leads a team that builds digital tools and marketing programs, focusing on XR and immersive content strategies.

Yvo Klare from KLM Ground Services: Yvo is involved in passenger and baggage handling, fueling, and more. He has been pioneering virtual reality for training purposes within KLM.

Michael Whatley, who leads service innovation and performance at Coca-Cola: Michael trains technicians on installing and repairing dispensing equipment, supporting internal call centers, and transitioning to virtual training methods.

Getting Started with XR

Our panelists discussed their companies' journeys into XR:

Thermo Fisher Scientific: Angela highlighted how they began building digital twins in 2019 to help customers visualize large laboratory equipment. This initiative solved practical challenges and reduced product returns by allowing customers to configure their spaces accurately.

KLM: Yvo shared that KLM's IT department initially drove VR development. Over time, they created a VR lab, making KLM unique among airlines. This in-house capability provided flexibility and enhanced their training programs.

Coca-Cola: Michael explained how the pandemic accelerated their shift to virtual training. With in-person classes halted, they adopted virtual broadcasts, 3D models, and digital twins to train technicians more efficiently.

Overcoming Challenges

The panelists discussed facing several challenges when integrating XR and important factors in overcoming them:

Thermo Fisher Scientific: Angela mentioned the importance of having IT support from the start. Their IT department helped with system configurations and project management, ensuring seamless integration.

KLM: Yvo emphasized the need for change management. Getting buy-in from different departments required showing them the value of VR through small, impactful projects.

Coca-Cola: Michael highlighted the initial disconnect with IT, which they later resolved by setting up a dedicated network for VR training. They also faced resistance from technicians who were used to hands-on learning, gradually overcoming it through continuous improvement and feedback.

Navigating ROI and Justification Challenges

The panelists discussed how to get buy-in for XR projects by showing ROI and justifying results:

Thermo Fisher Scientific: Angela suggested using both leading and lagging KPIs, such as engagement metrics and revenue impacts, to build a compelling case.

KLM: Yvo discussed the difficulty of predicting costs and returns, depending on the business, and the importance of belief in the technology and a supportive sponsor.

Coca-Cola: Michael pointed out that measuring and showcasing cost avoidance can effectively demonstrate value to leadership. They also look at it from a training and development standpoint using post-class surveys and other metrics.

Scaling XR Technology

To move beyond pilot projects, our panelists offered these insights:

Thermo Fisher Scientific: Angela suggested starting with a minimum viable product (MVP) and iterating over time. Small wins can build momentum and demonstrate value to the organization.

KLM: Yvo stressed the need for ownership and organization. Assigning responsibilities and integrating XR into existing business processes ensures long-term success.

Coca-Cola: Michael emphasized the importance of data. By tracking metrics like technician performance and customer satisfaction, they could show the positive impact of XR and secure further investment.

The Future of XR in Enterprises

As organizations continue to adopt XR, our panelists see significant potential:

Thermo Fisher Scientific: Angela shared that integrating XR into both public-facing and internal tools is helping them scale their initiatives while maintaining a great user experience.

KLM: Yvo highlighted that XR is still a pioneering field. Despite the challenges, the ongoing learning and adaptation process is driving innovation and efficiency.

Coca-Cola: Michael noted improvements in technician performance, reduced time on service calls, and cost savings. XR technology is enabling faster, better, and cheaper solutions.

Conclusion

Integrating XR technology into enterprises requires careful planning, strong IT partnerships, and effective change management. By starting small, demonstrating value, and continuously iterating, organizations can overcome challenges and unlock the full potential of XR. As our panelists have shown, XR technology offers exciting opportunities for faster, better, and more cost-effective solutions across various industries.

You can watch a recording of the full panel discussion on YouTube.